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4 Key Lead Nurturing Best Practices for a Growing Business

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Christopher Carr

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If you’re looking to develop an effective lead nurturing campaign to move your leads down the sales funnel, you’ll want to start with a quick study of some of the key components of doing this effectively.

Here are 4 Lead Nurturing Best Practices:

1.) Have Goals

If your business is growing, then getting your lead nurturing program started may have been a long-standing business goal that now needs to become a reality. Now is not the time to get into action because every day you waste is another day you lose potential customers. Lead nurturing best practices start when you know what your ultimate objective is = sustaining relationships with your leads until you nurture them to a point where they’re ready to buy. Your goals may consist of qualitative as well as quantitative metrics. All of these points should guide you as you decide on things like frequency of emails and list segmentation. Some examples of these goals would be: “bring dormant accounts back to life” or “increase trial-to-buy ratio from 3 to 8% over the next 2 months.”

2.) Start Small

Instead of attempting to carry out all the functions of your new automation platform all at once, start small and then take things one step at a time. Lead nurturing best practices allow you to implement many possible techniques; but by trying to figure all of it out at once, you could easily become overwhelmed. There are many benefits to a more moderate step-by-step approach. First of all, you will be able to launch your system more quickly and see some ROI sooner rather than if you had to wait for your entire system to be established before executing anything. In addition, by starting small and building gradually, you will be able to build on the things you see are already working rather than waste time trying to figure it all out beforehand.

3.) Respond Quickly

One of the great features of lead automation platforms (and one that you should take advantage of immediately) is your new ability to respond to inbound leads very quickly. Because people are more apt to acknowledge email rather than phone, sending a quick response email will prove to be much more successful than trying to reach out via phone right away as a first connection. The email you can construct for these purposes should be clear, personable and to the point. By giving the potential customer an option to reach out to you again and giving them another means of doing so increases your chances of hearing back.

You can’t control what every lead does or does not do, but you can control your own ability to respond to inbound leads very quickly.

4.) Continually Run Tests

Tracking, measuring and being constantly aware of what is working is definitely one of the lead nurturing best practices you should develop. By running tests, you will be able to determine what is increasing responses and then adapt to make those implement those successful tactics more frequently. A few examples of things you could consider continually testing are: frequency of emails, offers presented, and design. Lead nurturing is based on consistency, but that doesn’t mean things have to be consistently exactly the same. Adapt as needed to perfect your campaigns.”

Christopher Carr

Chris Carr is the President and CEO of Farotech. He started the company in 2001 and is widely known as an innovator of conversion science.